In-House Marketing of Analytical Information Systems: Development of a Procedure Model
Journal
Sprouts: Working Papers on Information Systems
ISSN-Digital
1535-6078
Type
journal article
Date Issued
2010-08-01
Author(s)
Research Team
IWI1, EIW
Abstract
Albeit a given extensive availability of analytical information systems (AIS), acceptance and usage of these systems can be estimated as rather low. In order to increase the awareness level of AIS within corporations, to expand the user base, and to establish AIS as a central, enterprise-wide foundation for decision support, the responsible departments need to address the marketing of their services. This includes e.g. the definition and communication of their service portfolio and the identification and analysis of user groups. In this paper, we develop a procedure model for the in-house marketing of AIS. Theoretically well-grounded in service marketing and relationship marketing and practically substantiated through expert workshop and an empirical investigation, the procedure model offers a structured foundation for in-house marketing initiatives in the context of AIS. The procedure model consists of the four phases (analysis, planing, execution, and control) and twelve particular activities, which allow corrective returns in between the single activities.
Language
German
HSG Classification
not classified
Refereed
Yes
Publisher
Information Systems Department in Weatherhead School of Management at Case Western Reserve University
Publisher place
Cleveland, Ohio
Volume
10
Number
30
Start page
1
End page
11
Pages
11
Official URL
Subject(s)
Eprints ID
68654